Once you have a clear definition, marketing can categorize leads with clarity and align their efforts with the needs of the sales team.

2. Lead Scoring Metrics

You can track this progress in the sale’s cycle using marketing automation software and set up a lead scoring system (LSS) to assign a value for each action. Once the lead reaches a certain threshold, they can be referred to the sales team.

In LSS you will have to define two factors

Buyer persona: Every company has an ideal buyer and you will have to define it. Gather relevant information from various sources, for example, by asking questions on your website such as job title, industry, company size etc. It will help you understand which leads have greater chances of converting.

Level of engagement helps determine readiness in buying. It is based on the behavior of the lead and takes into account factors including website activity, number of downloads, email activity, social media interaction etc. Once your lead reaches a particular threshold, the sales team can reach out to them.

3. Create content for each stage of the sales cycle

Remember we told you, that each one of your lead is at a different stage of the customer journey and you need to know it before your teams take ANY action.

Top-of-the-funnel leads: These prospects aren’t looking for a solution. So, do not send them salesy content! Instead, send them content on latest trends or educational posts, guides, ebooks, whitepapers, video lessons etc to address the pain points which are commonly experienced by your customers.

Middle-of-the-funnel leads: These prospects are well aware of their problems and looking out for solutions. They are most likely interested in content like comparison sheets, webinars, checklists, case studies etc which can help them decide which solution is good for them.

Bottom-of-the-funnel: They are almost ready to buy. They are interested in knowing what the product can do for them, demos, trial periods, presentations, consultations etc.

4. BANT system

We have used BANT (Budget, Authority, Need and Time) system for several of our clients and the results are always impressive.

It helps you figure out:

Does your prospect have the budget to buy? Are they willing to purchase a product/service to solve a pain point?

Does your prospect have the authority to buy?

Does your prospect have a need for your product/services?

When is your prospect looking to buy?

The answers help distinguish qualified leads from the others.

All the steps will not only help you “qualify” a lead more accurately than before, it will also help your sales team to seal more deals.

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Author Vikas Bhatt

Vikas is the co-founder of OnlyB2B ITES Pvt Ltd and a Demand Generation cum Data Cleansing Expert. He has 10+ years of experience in B2B Lead Generation, Data Mining, and Content Syndication.
Say hi on vikas.bhatt@only-b2b.com

ABOUT US

Only-B2B.com is a B2B demand generation powerhouse headquartered in San Francisco with operating centers in India. We help companies who are in constant search for business leads to make their marketing campaign a success. With us, you will experience a great blend of creativity and professionalism along with passion for what we do.

Resources

How to Get Better at B2B Lead Generation
B2B Lead Generation is one of the most challenging part is what all the marketers agree upon. Strategies used in B2B lead generation evolve as companies gain new insights into what does and doesn’t work.